화장품 온라인 쇼핑 시 온라인 구전 정보의 방향성이 소비자 구매의도에 미치는 영향 = An Effect of Directiveness of Online Transmissive Information When Purchasing Cosmetics Online on Purchase Intention of Consumer

다국어 초록 (Multilingual Abstract)

This study examines important elements of cosmetics that affect purchase intention when buying foundation cosmetics on the internet by targeting college students and it looks into research disposition of consumer`s online transmissive information according to the shopping propensity when purchasing cosmetics. The purpose of this study is to find out the measure that is affected from directiveness of online transmissive information according to the shopping propensity when purchasing cosmetics. The results are summarized as follows. First, research disposition of online transmissive information mostly refer to comments about the product and most of the respondents had an intention to purchase after reading the comments, therefore transmissive information has great effects on change of purchase intention. Second, consumers positively perceived purchase intension when they read positive comments about the product in directiveness of online transmissive information, and for purchase intention in neutral comments, negative comments seem to have more effects. Third, for important element which consumers consider when purchasing cosmetics in difference of purchase intention according to directiveness of online transmissive information, the consumers considered the suitability of cosmetics for skin as the most important, but an importance of advertisements or case design was low. Fourth, the shopping propensity of consumers was largely divided into a rational shopping propensity and a hedonic shopping propensity. A positive comment and a negative comment have a great influence on purchase intention of consumers, but a neutral comment does not have a significant effect on purchase intention.